A great speech by Jyri Engestrom, co-founder of Jaiku and sociologist. In the first part of his presentation he explains his concept on socio-material objects. 49:40, very down-to-earth.
"iPhone users are the perfect group to launch the network to. They’re passionate and elitist, and will like the idea of being in an iPhone-only club. Go to a party and see a picture and first name of everyone there who’s holding an iPhone - then meet
"There's an arms race going on: parental surveillance vs. technology to assert privacy. (...) As parents implement keyboard tracking, kids go to texting. How long until parents demand that companies send them transcripts of everything?"
"Children increasingly rely on personal technological devices like cellphones to define themselves and create social circles apart from their families, changing the way they communicate with their parents."
Adjacent Social Objects is the latest idea from Rajesh Setty. ASOs (my initialism, not his) are objects that are not directly related to your product or service but are close.